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The traditional world of the product and the marketing stategies have profoundly changed. Today, in a saturated and unbredictable market, it is not enough anymore to have a good traditional product or service, even when supported by a strong brand. Nowadays, a company, to stand out, has to sell not only products but also “solutions” designed to satisfy the needs of its customers. In order to offer “solutions” it is necessary to design, in the context of the product, an articulated system, made of a good distribution network, an innovative service and a specific communication strategy. The challenge for the future is to create a company network that combines everyone’s know-how and, once a potential customer group is identified, offers integrated solutions. To face this symbolic and systematic dimension, a company must rely on a new figure: the Business Designer. This is the person who is oriented to the production of capital, starts from the pluspoints and peculiarities of each of the companies to integrate them into a network, or to use them as input for the creation of new services and products. The Business Designer can create landscapes that increase the value of resources that can be used in fields that are totally different from the current ones of the company. This can lead to the creation of new businesses and to the improvement of the existing ones by developing new markets and trategies. Business Design combines market research, market strategies and the design of new products and services in a single elaboration process. Instead of the needs of the end user, the starting point of the Business Designer is the market and the selling properties of the “service” (or product). This is because when the service is moulded on its capacity to satisfy a need, it has a lot more probability of commercial success. The creation of new landscapes is based on the synergy of the pluspoints of the company and a new strategical approach. The starting points are explicit or latent needs of the market that are identified by a strategical marketing approach. After identifying all the pluspoints of the companies that belong to the network, it is important to verify everyones feedback and, if their validity is recognized, the newly designed business can be determined as a valid one. These pluspoints can be the most divergent: technology, distribution, material, supply network, know-how and even the clients. It is up to the Designer to create an additional “value” getting the most out of the available resources. The Business Designer is a new figure that is extremely useful for the marketing team or for the company management, because he can be helpful leading and developing projects of Corporate Strategy, Growth Strategy, and Business process redesign. Once the technical information is acquired, he has the capability of creating new technology landscapes and applications, and to adopt new strategies moving with mental agility and a holistic view of the whole process, from the market to the product, from distribution to the consumer, from communication to brand identity, in order to recognize and capture the profit zone. The creation of new businesses can lead to the realization of new products with innovative distribution methods, determining synergies between companies, cooperative business among operators from different branch offices. It can even lead to the creation of new spin-offs. The birth of new figures and strategies in the industrial field is not a rare case, in the 80-90’s for instance, some companies have foreseen that the consuming world was changing from the old product-centered model to a new customer-centered landscape. This is why companies like Swatch, Coca-Cola, Microsoft and others have renewed their strategies to specifically satisfy their customer’s needs. Probably in the future, companies, with the increasing competition and specialization - for example the new Chinese manufacturers - will have to reposition theirselves in a new landscape that is networkcentered, learning how to stay up-to-date with the continuously changing market requirements and how to offer services that are completely new and sometimes not even belonging to the company tradition. This, however, always starting from every resource that the company and its background has to offer. The profit of the future will not be just a consequence of the creation of the best product design but also of the best and most integrated business “system”.
Daniele Alberti daniele.aberti@bakeca.it http://www.fucina-altrementi.it
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Declined. We cannot accept unsourced suggestions or sources that are not reliable per the verifiability policy. Please provide reputable, third-party sources with your suggestions. Third party sources are needed both to establish the verifiability of the submission as well as its notability. Graeme Bartlett 10:29, 16 August 2007 (UTC)
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